The Impact of Green Energy Production on Healthiness Perceptions and Preferences
研究发现，使用绿色能源生产并标注的产品被认为更健康，从而更受消费者青睐，其机制是消费者认为绿色能源的“有益”本质在生产过程中转移到了产品上。
Abstract This research finds that products that have been produced using renewable (“green”) energy, and labeled as such, are perceived to be healthier and, consequently, are more likely to be purchased than otherwise identical products produced with non-green or conventional energy. The effect of green energy production on the perceived healthiness of food products is found to be driven via perceived contagion: Consumers believe that the “good for you” essence of green energy is transferred to the food product during the production process, thereby rendering it healthier and more preferred. Evidence for this relationship is found across eight studies (N = 1,762) using a variety of common food products. Alternative accounts are assessed and ruled out, and it is also found that the impact of green energy production on preferences is moderated by consumers’ health orientation. These findings contribute to the growing literature on the broader topic of sustainability initiatives and research examining the complexity and nuances of consumer responses to sustainable products and initiatives.